TL;DR

AI isn’t outsourcing your thinking—it’s expanding it by acting as your second brain. Rather than replacing your intelligence, AI serves as a tireless working memory that spots patterns across your content, offers unfiltered feedback, and helps you discover hidden connections in your work.

By analyzing your content history and responding to strategic questions about themes, tone, and throughlines, AI accelerates your path to clarity. Your brain remains the decision-maker, but now it has powerful cognitive backup that helps you see your work from multiple perspectives and with greater precision.

There’s a talk-track out there that using AI means you’re “outsourcing your thinking.”

Not true. I think at least.

I believer you’re expanding your thinking.

One of the most underrated uses of AI in marketing is treating it like a second brain. A working memory that doesn’t forget. A pattern-spotter that doesn’t only have a single perspective. A sounding board that doesn’t sugarcoat (as long as you ask it not to).

You can drop in your last 12 blog posts and ask:

“What topics am I circling without really landing?”

“What tone is coming through here—and is it the one I want?”

“What’s the throughline I didn’t even realize I had?”

In P/Repurpose, I push hard on the idea of clarity before content. AI helps you find that clarity faster. Not by guessing for you—but by making you react to sharper inputs, clearer patterns, and smarter questions.

Your brain’s still in charge.

But now it’s got backup.